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A Study on Promotion Strategies of CANON Digital Cameras Under the guidance of- Dr. Chitra Sivasubramanian
Agenda <ul><li>Canon Company Overview </li></ul><ul><li>Product profile  </li></ul><ul><li>Objective of the Study </li></u...
  Company Overview  Who We Are
Company Overview <ul><li>Founded in 1937 as a camera company as a global imaging leader. </li></ul><ul><li>Canon employed ...
<ul><li>100% subsidiary of CANON Singapore Pte. Ltd. </li></ul><ul><li>Offices in 7 cities,13 national retail chain partne...
2009 Market Share Highlights Source: Gartner/Dataquest, Feb. 2008 <ul><ul><li>Canon #1 Total Copier Market position (BW + ...
Strength Through Diversification 25.7% Business Machines 65.5% Office Imaging  Products Monochrome NW MFDs Office color MF...
Product Profile
<ul><li>“ Perception of Canon among various Channel Partners as a company, brand and product specification” </li></ul><ul>...
PROMOTION STRATEGIES
The photographic image ... is a message without a code.   - Roland Barthes,   French thinker.
‘ Our World, One World' Fashion Photography Workshop 
 
Commitment to Community The corporate philosophy of Canon is  Kyosei …  &quot;Living and working together for the common g...
Our Environmental Programs <ul><li>Our programs illustrate Canon U.S.A.’s environmental commitment </li></ul>
Promotions in India <ul><li>Regional outreach programmes - Amchi Mumbai, Humari Delhi, Namma Bengaluru and Namma Chennai. ...
Canon Global Goal <ul><li>Vision for 2010-11  </li></ul><ul><ul><li>“ Double Canon’s resource efficiency”  </li></ul></ul>...
Research Methodology <ul><li>Sampling plan: </li></ul><ul><li>Data  :  Primary data And  secondary data </li></ul><ul><li>...
FINDINGS
MODE OF ADVERTISEMENT
 
Better Brand for Investment 24% 31% 23% 22%
 
Better brand of Canon to Invest 48% 35% 17%
RECOMMENDATIONS <ul><li>Formulation of better marketing promotion offers for retailers </li></ul><ul><li>Reduce the commun...
 
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Canon

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Canon

  1. 2. A Study on Promotion Strategies of CANON Digital Cameras Under the guidance of- Dr. Chitra Sivasubramanian
  2. 3. Agenda <ul><li>Canon Company Overview </li></ul><ul><li>Product profile </li></ul><ul><li>Objective of the Study </li></ul><ul><li>Promotion Strategies </li></ul><ul><li>Research Methodology </li></ul><ul><li>Findings </li></ul><ul><li>Recommendations </li></ul>
  3. 4. Company Overview Who We Are
  4. 5. Company Overview <ul><li>Founded in 1937 as a camera company as a global imaging leader. </li></ul><ul><li>Canon employed 166,980 (2008) people and generated over  $34.472 billion (2009). </li></ul><ul><li>Canon maintains more than 200 consolidated subsidiaries around the world. </li></ul><ul><li>Canon consistently ranks among the US Patent winners – 2,204 patents in 2009. </li></ul>Business Week Best Global Brand Overall ranking 35th Fortune Most Admired Companies Overall ranking 4 th Brandweek Customer Loyalty – Copier Ranked #1 Canon in the News… More Recognition…
  5. 6. <ul><li>100% subsidiary of CANON Singapore Pte. Ltd. </li></ul><ul><li>Offices in 7 cities,13 national retail chain partners,270 national retail chain store partners & 380 primary channel parters </li></ul><ul><li>Ranked among top 10 'Best Companies To Work For In India' survey by Business today </li></ul>
  6. 7. 2009 Market Share Highlights Source: Gartner/Dataquest, Feb. 2008 <ul><ul><li>Canon #1 Total Copier Market position (BW + Color) </li></ul></ul><ul><ul><li>Canon #1 Total A3 Copier Market position (BW + Color, 11x17) </li></ul></ul><ul><ul><li>Canon #1 BW Copier Market position (25 out of 26 years) </li></ul></ul>Canon #1 in Total Copier Market in 2009! <ul><ul><li>Canon #1 BW A3 Copier Market position (11x17) </li></ul></ul><ul><ul><li>Canon #2 Color A3 Copier Market position (11x17) </li></ul></ul><ul><ul><li>Canon #1 Brand in Fax Market </li></ul></ul>Vendor Units Canon 521,629 HP 376,785 Ricoh* 290,749 Brother 276,625 Xerox 209,562 Konica Minolta 137,844 Dell Inc. 96,700 Sharp 93,205 Samsung 76,852 Toshiba 76,625 Others 259,637 Total 2,416,213
  7. 8. Strength Through Diversification 25.7% Business Machines 65.5% Office Imaging Products Monochrome NW MFDs Office color MFDs Full-color copiers Personal PPCs/MFDs Other products Cameras Digital cameras Digital video camcorders Film cameras Lenses LCD projectors Other products Business Information Products Document scanners Handy terminals Electronic dictionaries 8.8% 2.4% 34.3% Computer Peripherals LBP and MFP Printers Inkjet printers Inkjet all-in-ones Image scanners Other products 28.8% Calculators Other products Optical & Other Products Semiconductor systems LCD exposure systems Broadcasting equipment Medical equipment Other products
  8. 9. Product Profile
  9. 10. <ul><li>“ Perception of Canon among various Channel Partners as a company, brand and product specification” </li></ul><ul><li>To provide the better promotion offers & try to built the credibility in the dealers, distributers, sellers and consumer. </li></ul><ul><li>Key drivers of dealer’s satisfaction. </li></ul><ul><li>Their satisfaction with Canon's support versus those of competitors </li></ul>Objective of the Study
  10. 11. PROMOTION STRATEGIES
  11. 12. The photographic image ... is a message without a code.   - Roland Barthes,   French thinker.
  12. 13. ‘ Our World, One World' Fashion Photography Workshop 
  13. 15. Commitment to Community The corporate philosophy of Canon is Kyosei … &quot;Living and working together for the common good.&quot; Corporate Social Responsibility Programs <ul><li>Environmental Programs </li></ul><ul><li>Cultural Diversity Programs </li></ul><ul><li>Community Programs </li></ul><ul><li>Youth Programs </li></ul><ul><li>Educational Programs </li></ul><ul><li>Corporate Sponsorships and Events </li></ul>And many more…
  14. 16. Our Environmental Programs <ul><li>Our programs illustrate Canon U.S.A.’s environmental commitment </li></ul>
  15. 17. Promotions in India <ul><li>Regional outreach programmes - Amchi Mumbai, Humari Delhi, Namma Bengaluru and Namma Chennai. </li></ul><ul><li>Sponsorship in the IPL Cricket tournament for the PowerShot </li></ul><ul><li>Print City  project </li></ul>
  16. 18. Canon Global Goal <ul><li>Vision for 2010-11 </li></ul><ul><ul><li>“ Double Canon’s resource efficiency” </li></ul></ul>100 % Fuel 100 % Fuel 10 Miles 20 Miles
  17. 19. Research Methodology <ul><li>Sampling plan: </li></ul><ul><li>Data : Primary data And secondary data </li></ul><ul><li>Researcher design : Survey method and Personal interview </li></ul><ul><li>Researcher instrument : Questionnaire </li></ul><ul><li>Method of contact : Personal and telephonic </li></ul>RESEARCH AREA : Delhi, Agra and Dehradoon
  18. 20. FINDINGS
  19. 21. MODE OF ADVERTISEMENT
  20. 23. Better Brand for Investment 24% 31% 23% 22%
  21. 25. Better brand of Canon to Invest 48% 35% 17%
  22. 26. RECOMMENDATIONS <ul><li>Formulation of better marketing promotion offers for retailers </li></ul><ul><li>Reduce the communication gap between Company and retailers by registration </li></ul><ul><li>Outlet Design (Displays etc.) </li></ul><ul><li>Increase in no. of the representatives of the company </li></ul><ul><li>SALE MORE GET MORE </li></ul><ul><li>Impressive demonstration of the product </li></ul>

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